AI use in the fashion industry will proliferate

Significance Firms in this sector are deploying AI in functions as diverse as consumer behaviour analysis and product development to supply chain management and marketing. The fashion industry has bold plans to benefit from AI applications but it is also concerned about associated risks. Impacts AI use is likely to intensify industrial inequality if small and medium-sized firms are unable to invest in and leverage the technology. Consumers will become more sensitive to invasive uses of data on their purchasing behaviour for personalised marketing. The use of AI in the design and creative process will require careful calibration to maintain brand identity and IP protections.